Achieving successful public relations is not a matter of chance; it requires a carefully orchestrated and managed process. This post unveils a step-by-step guide on how to develop a comprehensive public relations plan in six impactful steps.
1. Review Past Activities
It's crucial to meticulously assess your past public relations endeavors and their outcomes. Scrutinize media coverage to identify successful stories, angles, and pitches. Take note of journalists who portrayed your stories positively and those who didn't. If you leverage a media measurement service, analyze campaign coverage results and compare them with key competitors. This comprehensive review guides the strategic decisions for your current and upcoming public relations plans.
2. Define Your Goals
Establishing clear goals lays the groundwork for shaping your primary media messages. Aim for three to five goals that align with your business mission and vision. Employ the SWOT analysis to ensure the goals are worthwhile pursuits. Determine the desired outcomes of plan implementation, such as heightened customer awareness, shifts in opinions about your company, or an increase in customer acquisition.
3. Identify Your Target Audience
Determine the specific audience segments crucial for achieving your goals. Pinpoint those audiences most interested in your business offerings. When outlining your primary audiences, concentrate on three key aspects: geographical profile (their location), reading habits (preferred media outlets), and key characteristics (occupation or interests). Precisely defining your audience ensures your messages resonate with those most likely to respond positively.
4. Select Your Tactics and Tools
After mapping out your annual public relations plan, begin identifying specific tactics and tools. Tactics represent the methods applied to execute your public relations strategy. Examples of PR tactics encompass compiling a roster of targeted journalists or bloggers and assessing your campaign's outcomes. Tools serve as the instruments for implementing your tactics, aiding in task execution. These can include press releases, newsletters, blog posts, fact sheets, newsroom, media tours, stunts, and speaking engagements.
5. Establish Measurement and Reporting
During the formulation of your tactics, consider the methodology for measuring and reporting the outcomes of your public relations endeavors. Measurement holds significance as it advances and aligns with business objectives, confirming goal achievement and demonstrating the value added to the company. Select an apt combination of measurement tools tailored to align with your company's business objectives.
6. Develop an Estimated Budget
The final stage in formulating a public relations plan involves preparing an estimated budget for the proposed activities. While exact costs for each activity may be challenging to determine, strive to establish a rough estimate for the budget. (For assistance, refer to this helpful PR budget template).
With these six straightforward steps, you can craft a comprehensive public relations plan. Make adjustments to the plan as your business expands and the industry undergoes changes. Best of luck!
Written by Liudmila Kazak